about kruger big assist


Making hockey more accessible to Canadian kids

Hockey is more than just Canada’s game. It’s a way for kids, families and communities across the country to come together, share experiences, and be part of something that unites us all.

But hockey can be expensive for many families. The Kruger Big Assist program was developed to help make the game more affordable, accessible and inclusive. Since 2021, we have donated over $600,000 to over 40 hockey communities across Canada and this year we’re proud to commit to another $200,000* to help remove more barriers that prevent all kids from playing Canada’s game. In addition to awarding 5 hockey associations with a $25,000 Big Assist each, we are also awarding an additional $75,000** Grand Prize to one of those associations who best demonstrates how they would use these funds to encourage more kids on the ice. See FAQ for more details.

About KBA
How it works

How the Kruger Big Assist Works

The Kruger Big Assist program will award 5 hockey associations with a $25,000 Big Assist each to help provide financial assistance to hockey families in their communities. These funds will go towards offsetting the cost of enrollment fees and to remove other barriers. 

We are also awarding an additional $75,000** Grand Prize to one of the 5 winning hockey associations who best demonstrates how they would make their programs more accessible, inclusive and equitable for Canadian youth. See FAQ for more details.

See full rules and regulations for more information on the program.

Who can Nominate a Hockey Association?

Hockey Associations can be nominated by Canadians, just like you. Whether you are a player, a parent whose child plays hockey, a coach, a volunteer, an individual in the community, or you represent a hockey association, you can nominate a hockey association who you feel deserves to win. See full rules and regulations for more details on Nominator and Nominee eligibility.

Who can nominate
Nominate now

Be part of the Kruger Big Assist - Nominate a Hockey Association today!

The Kruger Big Assist is looking for Hockey Associations who will RISE to the challenge of supporting the hockey dreams of Canadian youth in their community. All you have to do is tell us how the association demonstrates all of the following criteria:

REACH those in the community in need of financial assistance
INSPIRE youth to fall in love with the sport
SUPPORT youth in developing life skills they can use outside the arena
ENCOURAGE diversity and inclusion in the community through hockey initiatives


How will the winning associations be selected?

All nominations will be validated to ensure that they meet eligibility and nomination requirements and will then be presented to a Judging Committee who will watch or read each story submission and assign points based on a predetermined judging criteria. There will be a total of 5 final winning hockey associations, one selected from each region below.

Pacific (BC, YT, NU, NT)
Prairies (AB, SK, MB)

Atlantic (PEI, NS, NB, NL)

kruger big assist

The Kruger Big Assist Program Timing

Nominations Close
February 11, 2024
February 12 – 21
5 Regional Winners Contacted
February 22 - 26
Grand Prize Submissions Close
March 8, 2024
Grand Prize Voting
April 9 – 11
Grand Prize Winner Announcement
April 16, 2024

*$600,000 has been donated thus far and $200,000 will be donated in 2024.

** No purchase necessary. Nominations start Oct 1/23 end Feb 11/2024. Nominate an eligible Canadian hockey association for the opportunity to receive one of five (5) $25,000 CAD donations. Five (5) donations will be made (“Finalists”); one per region [ON, QC, Pacific (BC, YT, NU, NT), Prairies (AB, SK, MB), Maritimes (PEI, NS, NB, NL)] Plus, one (1) $75,000 CAD donation (“Grand Prize”) will be made among applications received from Finalists by March 8/24. See full rules and regulations here. ®Registered trademarks and TM trademarks of Kruger Products Inc. © 2023 Kruger Products Inc. Scotties is a registered trademark of Kimberly-Clark Worldwide Inc., used under licence. ‡Made in Canada with mostly domestic and imported materials.

NHL and the NHL Shield are registered trademarks of the National Hockey League. © NHL 2023. All Rights Reserved